15 August 2017
If you sell your products or services both online and offline it can be difficult to track your conversions. And that leads to inefficiencies in your marketing spend and eventually a weaker ROI.
You might think that if you’re getting a decent amount of sales there’s really no need to fret over analytics. The issue is, many more times than not, if you want your business to grow, you’ll need a more targeted spend. To get that, you’ll need to have more concrete conversion data.
So what’s the solution? How can you improve your online marketing if you’re selling both online and offline? Why is data so crucial in your decision making anyways?
To be successful in the online marketing world, “actionable analytics” are a must have.
In other words, you need data that can be utilized to drive a bigger bottom line. By tracking your performance, you can better gauge the effectiveness of your efforts. Marketing analytics also allows you to compare different channels of advertising, letting you know which ones can be dropped and which ones you should continue to pursue.
You’ll also be able to identify opportunities for growth, furthering your marketing efforts. Without this information, your business can suffer and your marketing efforts are likely to fail.
Pay Per Click (PPC) ads are one of the most important tools available to online marketers. Unfortunately, most PPC ads simply track organic website visits, excluding all in-person marketing. This leaves you out in the cold.
The good news is, Google has introduced conversion tracking in AdWords for estimated store visits.
Utilizing a simple concept, all you have to do is link your verified store to a location on Google Maps. Once you do this, Google will provide an estimated number of store visits within 30 days of all clicks via your PPC ads. Google gets its estimates from aggregated information from smartphone users who use location history when signed in to Google.
Despite being an estimate, this tool proves that PPC campaigns are responsible for a significant portion of all online and offline traffic.
Coupons are one of the most widely used methods for tracking customers. They work because they incentive use. When customers use them they get a discount and you enjoy clear tracking of who is coming to your business. Obviously, the more redemptions you receive, the better the results of your campaign.
Google’s URL builder is one of the best tools out there for offline tracking. It allows you to customize your link for your specific campaigns. For example, if you own a floral store, you can make a custom URL like “GetFlowersNow” or something similar.
Traffic from that link can be tracked separately. This is great if you’re launching an offline promotion since you’ll see exactly who is coming to your store from offline channels.
One word of caution, UTM parameters can be unreliable and cause many redirects which can discourage conversions.
Think about it--if you’re spending a lot of money on advertising, it should lead to a significant ROI. If it doesn’t, then you shouldn’t keep wasting money. All of us would agree on that.
The problem is, if you can’t track the ROI for your digital marketing efforts, you can’t budget accordingly. Campaign data is the key to investing in the right strategies. It also allows you to adjust your campaigns to include innovative tactics that get you a better ROI.
There is hope for tracking offline campaigns, but only with the right digital tools. With a bit of know-how, you can ensure that your clients and your business have the data you need to make the best decisions.